Buick is Making Bold Push With Refreshed Lineup and 2025 Enclave in Production

Buick unveils new advertising campaign, Exceptional by design, before unleashing two new models.

Buick is heralding its new models for the future with an innovative advertising campaign called ‘Exceptional by design’. After debuting its stunning Wildcat EV concept last summer, Buick has refreshed its total lineup and is preparing to launch its 2024 Buick Envision and 2025 Buick Enclave later this year. The Buick Enclave was originally introduced as a 2007 model and truly rejuvenated the Buick brand. The vehicle, represented by Tiger Woods, was created as a luxury SUV. The Enclave was packed with amenities and drew new buyers to the brand. Now, Buick is back, buoyed by great customer satisfaction surveys and elegant designs.

“After bringing the Wildcat EV’s design language into production on the 2024 Encore GX and all-new Envista, we’ve found that beautiful design and quiet luxury sets Buick apart from the competition,” said Molly Peck, chief marketing officer, Global Buick and GMC. “With the launch of ‘Exceptional by design,’ we are celebrating our brand’s storied history while looking to the future. From thoughtful technologies and intuitive luxuries to precise driving experiences, we’re providing an immersive and effortless sensory experience for our customers.”

Exceptional by Design Campaign

Buick was the fastest growing mainstream brand in the industry in 2023. Nearly 70 percent of the brand’s sales last year were conquest sales, meaning that the customers were new to Buick and had been driving other brands’ vehicles. Buick still boasts incredible brand loyalty. One of the top three reasons consumers choose to purchase a new Buick vehicle is vehicle quality. Year after year, Buick ranks highly in the J.D. Power Initial Quality Study (IQS) and Sales Satisfaction Index (SSI) study. In 2023, Buick was ranked No. 1 for Customer Satisfaction with the Dealership Sales Experience among Mass Market Brands for the second year in a row, according to the J.D. Power U.S. Sales Satisfaction Index (SSI) Study. Buick also ranked third in Initial Quality among Mass Market Brands in the J.D. Power U.S. Initial Quality Study in 2023. The survey results are impressive.

Buick’s new digital video celebrates the brand’s rich design history, while sharing a glimpse into the future. The campaign will also be featured on social media.

Popular Models are Being Refreshed

The 2024 Buick Envision and 2025 Buick Enclave will be the next two vehicles to adopt the new face of Buick. Both are expected later this year. With these latest introductions, Buick will have refreshed its entire lineup.

Buick isn’t saying when we will see the refreshed 2025 Buick Enclave but spies have spotted the vehicle without badging near the General Motors' Lansing Delta Township assembly plant where it is being built.

Interestingly, the photo that Buick is using for this new campaign is the Proxima Concept vehicle that was designed in China. While the Proxima is not expected to go into production, it does signal design trends for Buick’s future.

Buick Photo

Mary Conway is a professional automotive journalist and has decades of experience specializing in automotive news analysis. She covered the Detroit Three for more than twenty years for the ABC affiliate, in Detroit. Her affection for the Motor City comes naturally. Her father ran a gas station while Mary was growing up, in Wisconsin.

Follow Mary Conway at @MaryConwayMedia and send her car news tips for future stories.